Carl J Borg.pdf

Future-Proof Your Brand: Digital PR
Tactics To Win on Google and LLM
Search Results

Carl J. Borg, Founder
One PR

A Little About Me & Why This Matters

Carl
●
●

●
●

13 years of SEO
Experience
Previous affiliate and
publisher, succeeded in
some of the toughest
niches out there
Startup founder
Founded multiple
Ecommerce brands

But Carl - I want
that too.. how?

Our agency in numbers
●
●
●
●

84 brands from all around
the world
19.488+ pieces of
coverage secured to date
Every week we get clients
featured in the likes of
25 specialists across
research, creative,
outreach, and delivery.

The 10 Blue Links

Image: Semrush

How User Needs Reshaped Google

Quite the opposite.

GA4 Data from 2 sample clients, statistics show similar trends across the board.

Quite the opposite.
While AI traffic is
growing as a
referral source,
Google still
dominates by a
factor of 345x, and
Reddit out-refers all
three major AIs
combined.
Source: Ahrefs data study

But things ARE changing…

Unless you've been living under a rock...

...you've met the new players changing the game.

Who here has asked a
question to ChatGPT, Gemini,
or Claude this week?

Now... keep your hand up if you've
asked these tools questions you
wouldn't even bother asking Google.
More conversational? More complex?
Like you're briefing a junior research assistant?

Two battlegrounds, one war for visibility
Google’s hybrid SERP

Conversational LLM interfaces

From Clicks to Being Talked About

In 2024, SparkToro found that 60% of all Google
searches ended without a click.
The new KPI is “Share of Answer”.

Rebalancing the Value: Links & The Rise of Brand Mentions

●
●

While links remain valuable for
traditional SEO rankings
A new currency is gaining MASSIVE
value in the Answer Engine era.

Rebalancing the Value: Links & The Rise of Brand Mentions
●

●

●

Brand web mentions show the
strongest correlation (0.664) with
AI Overview brand visibility.
Web mentions (0.664) correlate
much more strongly than
backlinks (0.218).
The top 3 correlations are all
off-site factors: brand web
mentions (0.664), brand anchors
(0.527), and brand search volume
(0.392).

The Authority Iceberg
Visible SEO Tactics
(Technical SEO, On Page & Content)

Genuine Trust & Authority
E-E-A-T
Third-party Validation
Media Credibility
Expert Recognition
Social Signals

Third-Party Validation

Media Credibility

It's not what you say about yourself; it's what
others say about you. This is the most
powerful trust signal for both humans and AI.

Authority by association. When your brand
appears in trusted publications, their
credibility becomes your credibility.

Securing placement in authoritative 'Best
Of' roundups, unbiased reviews, credible
news articles and opinion pieces.

Earning consistent coverage in top-tier and
niche publications, then leveraging those
logos in an "As Featured In" section on your
site. (for AI models and people)

Expert Recognition

Social Signals

AI and Google are looking for human experts.
Your brand needs a face. This is about
establishing your people as the go-to
authorities in your field.

The organic conversation and buzz around
your brand. A powerful indicator of cultural
relevance and positive sentiment that AI
models are increasingly tuned into.

Placing bylined reactive expert
commentary and newsjacking stories from
your key spokespeople based on current
events and trends.

Creative 'fame' campaigns (like 'Dream Job'
offers) and data-led stories designed to
generate widespread social sharing and
discussion.

Sources AI engines favor
Source

Why

Authoritative Editorial & News Sources

Strong editorial standards act as a human-led filter for
quality and truth. They are established signals of
authority and credibility that AI models are trained to
recognize and trust.

Encyclopedic & Official Sources

Valued for structured, factual, and neutral information.
They serve as a foundational knowledge base for
verifiable facts and data that AI can use to build a core
understanding of a topic.

User-Generated Forums &
Communities

Seen as a source of authentic, real-world human
experience and unfiltered opinion. They provide valuable
insight into genuine user sentiment and consensus,
which is difficult to manipulate.

The LLM Seeding Playbook: Creating
AI-Friendly Content
"Best of" Listicles & Comparison Tables
AI models love structured, comparative data. Content
formatted as "Brand A vs. Brand B" or "Top 10 X for Y" directly
answers the comparative questions users frequently ask. This is
algorithmic gold.

FAQ-Style Content
Structure your articles with direct questions as subheadings
(e.g., <h2>What is the best CRM for small businesses?</h2>).
This mirrors the Q&A format that LLMs are trained on, making it
incredibly easy for them to extract a direct answer.

The LLM Seeding Playbook: Creating
AI-Friendly Content
"Answer-First" Writing
Get straight to the point. Start your paragraphs with the main
conclusion or the direct answer, then provide the supporting
context. AI can easily lift this first sentence as a definitive,
citable "answer nugget."

FAQ-Style Content
Break down long-form content into smaller, topically-focused
sections, each with a clear, descriptive subheading. This allows an
AI to accurately pull a single, precise "chunk" to answer a very
specific user query without misinterpreting the surrounding text.

The Pro-Level Tactic: Context-Rich Mentions
Good

Better (Context-Rich)

“A study by GoCompare found…”

“A study by GoCompare, the car
insurance comparison site, found…”

“...said [Name] from Flash Pack.”

“...said [Name], at Flash Pack, a travel
company specialising in solo
adventures”

“Dr. Jane Smith from SkinLab said…”

“Dr. Jane Smith, dermatologist at
SkinLab, a clinic specialising in acne
treatments, said…”

The future isn’t about whether your brand gets mentioned. It’s about whether your brand gets
understood.

The Result: Becoming The Answer

Your Future-Proof Checklist
Embrace the New Reality: The world has shifted from a
Search Engine to an Answer Engine. Your new KPI is "Share
of Answer," not just clicks.
Adopt a Dual-Track Mandate: Win the present on Google's
Hybrid SERP with authority-building PR. Win the future in
conversational AI by becoming the cited source.
Focus on Being Understood, Not Just Mentioned: The
ultimate goal is to secure context-rich brand mentions
that teach AI models who you are and why you're the
authority.

#SZSEO25 Special
Special #SZSEO2025 Offer: 20% Off All Digital PR Plans
(Offer valid for sign-ups by September 30th)
Visit our booth, or send us a message to learn more.
Email: [email protected]

Carl J. Borg, Founder
One PR
https://one.as

Thanks + Q&A

[email protected]

[email protected]

Special #SZSEO2025 Offer: 20% Off All Digital PR Plans
(Offer valid for sign-ups by September 30th)

Carl J. Borg, Founder
One PR

Visit our booth, or send us a message to learn more.

https://one.as



本文档为站内渲染。原始文件本地路径：saas/source/seo-llm/raw-seo知识库-TXT整理-PPT-2025-Shenzhen-SEO-Conference-Speaker-Sl-b4779f.txt（仅本地保留，不入库不部署）